A Dual-Process Model of Interactivity Effects


Journal of Advertising

Summer 2009, vol. 38, n°2, pp.53-68

Départements : Marketing, GREGHEC (CNRS)

Although interactivity is often considered to have a positive influence on persuasion, research on interactivity effects is actually very mixed. This paper argues that under certain circumstances, interactivity may either enhance or inhibit persuasion. A dual-process model of interactivity effects is proposed and tested that posits differential effects of interactivity on persuasion depending on person and situation factors. Results of an experiment that manipulated level of Web site interactivity and task involvement, and measured user ability (Internet usage experience), show that under low-involvement conditions, the mere presence of interactivity served as a peripheral cue that led to more positive attitudes regardless of ability (experience). Under high-involvement conditions, however, interactivity elicited more positive attitudes for experienced users but less positive attitudes for inexperienced users. Implications for the use of interactivity in advertising and promotions are discussed

A Three-Way Clusterwise Bilinear Multidimensional Scaling Methodology for the Spatial Representation of Dynamic Preferences

S. ATALAY, S. Blanchard, W. DeSarbo

Computational Statistics and Data Analysis

15 juin 2009, vol. 53, n°8, pp.3217-3230

Départements : Marketing

Mots clés : Simultaneous classification, Degenerate solutions, Linear-regression, Vector model, Behavior, Variables, Perspective, Decisions, Component, Ratings

Various deterministic and latent structure approaches for combining forms of multidimensional scaling and cluster analysis have been previously discussed. A new clusterwise three-way unfolding methodology for the analysis of two-way or three-way metric dominance/preference data is proposed. The purpose of this proposed methodology is to simultaneously estimate a joint space of stimuli and cluster ideal point representations, as well as the clusters themselves, such that the geometry underlying the clusterwise model renders some indication of the underlying structure in the data. In the three-way case, it is shown how multiple ideal points can represent preference change over contexts or situations. Partitions, overlapping clusters, stationary and context dependent preference representations are allowed. After a literature review of related methodological research, the technical details of the proposed three-way clusterwise spatial unfolding model are presented in terms of modeling context/situational dependent preferences (i.e., preferences for various stimuli collected over the same set of subjects over time, situation, etc.). The psychological basis for the models is provided in terms of the extensive behavioral decision theory and consumer psychology literature on contextual preferences and situational effects. An application to a data set exploring preferences for breakfast/snack food data over a number of different usage situations is then presented, followed by a discussion on future potential research directions.

Are There Waves in Merger Activity After All?


International Journal of Industrial Organization

2009, vol. 27, n°6, pp.708-718

Départements : Marketing, GREGHEC (CNRS)

Benchmarking the Impact of Customer Share in Key-Supplier Relationships

A. Eggert, W. ULAGA, S. Hollmann

Journal of Business and Industrial Marketing

2009, vol. 24, n°3/4, pp.154-160

Départements : Marketing

Mots clés : Relationship marketing, Buyer-seller relationships, Benchmarking

Purpose – Business marketers increasingly pursue greater shares of their customers' business. While the merits of such a strategy are straightforward from a supplier perspective, this paper aims to explore its consequences from the customer's point-of-view. Design/methodology/approach – Drawing on resource-dependence theory, value and dependence are established as fundamental characteristics of buyer-seller relationships. Data envelopment analysis is used as a benchmarking tool to integrate these characteristics into a common efficiency score indicating the customer-perceived attractiveness of a sourcing relationship. A post-DEA-regression-analysis explores the link between sourcing attractiveness and relative customer share. Findings – This research suggests a quadratic relationship between sourcing attractiveness and relative customer share. The perceived level of sourcing attractiveness improves until the local maximum is reached and declines beyond a relative customer share of 61.33 per cent. Research limitations/implications – Additional fraction of variability (R2) in sourcing attractiveness explained by customer share displays a modest, yet substantial, level. Studies on customer share in comparable contexts found similarly low levels. Practical implications – Sourcing attractiveness provides an interesting metric for assisting managers in their decision-making. Instead of comparing supplier relationships across the board, the proposed approach allows to compare relationships against their best-in-class benchmark. Findings suggest that the vast majority of supplier relationships still offers avenues for further improving the existing supply bases. Pushing the share of customer beyond its optimum level, however, will have negative consequences for the customer-perceived attractiveness of the sourcing relationship. Originality/value – The paper contributes to a better understanding of the consequences of customer share marketing from the customer's perspective.

Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High

Z. Katona, J. LAJOS, M. Sarvary, A. Chattopadhyay

Journal of Consumer Research

juin 2009, vol. 36, n°1, pp.122-136

Départements : Marketing

sous affiliation INSEADWe develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category / is proportional to the relative number of categories that are already subordinate to /. We report the results of two studies that support this hypothesis and provide evidence that accessibility is an underlying mechanism.

Determinants of Pay Levels and Structures in Sales Organizations

D. ROUZIES, A. Coughlan, E. Anderson, D. Iacobucci

Journal of Marketing

novembre 2009, vol. 73, n°6, pp.92-104

Départements : Marketing, GREGHEC (CNRS)

Two key issues in business-to-business (B2B) sales force management are (1) how much a given sales job should be compensated (pay level) and (2) how much of the compensation should be fixed versus variable (pay structure). The authors examine the paychecks drawn by people in more than 14,000 selling jobs and more than 4000 sales management jobs in five B2B industry sectors in five European countries. They show that pay levels and structures reflect an apparent balancing of two conflicting pressures: the economic imperative (to reward better performers by heightening pay dispersion) and the compensation differential compression resulting from high tax regimes. In particular, B2B firms appear to use variable pay as a way to lessen the salary differential compression impact of high tax regimes on salesperson motivation. Furthermore, similar to chief executive officers, sales managers can have an important multiplier effect that justifies paying them at increasing rates as job challenge rises.Supplied Keywords:agency theorycompensationmotivationpay disparitysales management

Empty Pockets Full Stomachs: How Money Cues Induce People to Hoard Calories

B. BRIERS, S. Laporte

Advances in Consumer Research

2009, vol. 36, pp.837-839

Départements : Marketing

Frugal IV alternatives to identify the parameters for an endogenous regressor

P. EBBES, M. Wedel, U. Böckenholt

Journal of Applied Econometrics

avril-mai 2009, vol. 24, n°3, pp.446-468

Départements : Marketing, GREGHEC (CNRS)

A review of the econometric literature on instrumental variables (IV) estimation shows that the performance of traditional IV estimation relies critically on the quality of the instruments. We discuss three different approaches that do not require the availability of observed instrumental variables: the ‘Higher Moments’ (HM) estimator, the ‘Identification trough Heteroscedasticity’ (IH) estimator, and the ‘Latent Instrumental Variable’ (LIV) approach. These methods attempt to identify the regression parameters not through observed instruments but by using other information that enables identifiability. The performance of these methods is illustrated on simulated and empirical data. Copyright © 2009 John Wiley & Sons, Ltd.

Is CRM for luxury brands

H. Cailleux, C. Mignot, J.-N. KAPFERER

Journal of Brand Management

2009, vol. 16, n°5-6, pp.406-412

Départements : Marketing

ABSTRACT Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefi ts of the ' lifelong customer value ' approach, beyond building the social prestige of their names. This paper develops ' why ' luxury brands need to apply CRM systems and ' what ' they could achieve by doing so, and addresses ' how ' this could be applied with the necessary adaptations if these brands wish to keep their luxury status intact. Journal of Brand Management (2009) 16, 406 ' 412. doi: 10.1057/bm.2008.50Keywords: luxury ; CRM ; loyalty ; retention ; customer equity ; brand

Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch


Advances in Consumer Research

2009, vol. 36, pp.1048-1049

Départements : Marketing

The article offers specifications in ensuring effective new product launch. It is the most crucial part for marketers to attract the attention of consumers and accept new products. It is highly recommended that manufacturers should design products that consider the association between its characteristics to that of the consumer preferences. Analysis shows that consumers accept products that continue to respond to their need but offer more advantages and benefits.Keywords:*NEW products*PRODUCT launches*MARKETING strategy*CONSUMER behavior*CONSUMERS' preferences